One of the biggest fight promoters in the world says Conor McGregor would be a failure in Asia

Conor McGregor would be a failure in Asia, says powerful fight promoter Chatri Sityodtong, the CEO of ONE Championship.

Sityodtong says men "of character" who possess "values" succeed in ONE, a mixed martial arts firm based in Singapore.

McGregor has a history of outlandish actions and of making outrageous comments, which is at odds with the values Sityodtong admires.

ONE's next event is the "Destiny of Champions" show at the Axiata Arena in Kuala Lumpur on December 7.

Meanwhile, McGregor's next UFC opponent is unclear as he is awaiting the results of a disciplinary hearing regarding his involvement in the post-fight brawls that marred UFC 229.

Conor McGregor is one of the biggest names in the fight game, but his career would be a flop if he were competing in the Asian market rather than the UFC.

That is according to one of the most powerful promoters in the business, Chatri Sityodtong, who believes the Irishman's abrasive personality is at odds with the values he looks to instil at his firm ONE Championship.

A number of prominent fighters have competed in a ONE cage, including the UFC grappler Ben Askren and the UFC heavyweight Andrei Arlovski. Additionally, ONE has made three groundbreaking signings recently as it recruited Eddie Alvarez, Sage Northcutt, and Demetrious Johnson, all from UFC.

It is the signing of Johnson, a wildly dominant flyweight who struggled to win fans in UFC, that has specifically pleased Sityodtong, and this is because he says the wrestler's core values mesh perfectly with his own, with ONE's, and with Asia's.

Sityodtong said Johnson "will never be the trash talker or the guy who disses people" like McGregor — the UFC's marquee attraction. He added that Johnson is "a man of character" who will be valued and "much happier" than he ever was at UFC.

For Sityodtong, this type of behaviour causes problems with sponsors in Asia. "Some of the things that he did, already done… a lot of companies here would take serious, serious issue," he said.

"With any organization or company, there are going to be companies for x, y, and z type of people and companies for a, b, c type of people. I think what you see now with companies like UFC, ONE Championship and Bellator, an athlete can choose where he or she is best represented or most feels at home for core values."

He added: "I have a lot of respect for Conor and what he's done, he's just not a guy for us, ONE Championship or Asia, He's just not the right guy."

ONE's next event is the "Destiny of Champions" show in Kuala Lumpur on December 7, but it is not yet clear who McGregor's next opponent is in UFC.

This is because he is currently awaiting the result of a disciplinary hearing regarding his involvement in the post-fight brawls that marred UFC 229.